Customers don't know what they want. There's plenty of good psychology research that shows that people are not able to accurately predict how they would behave in the future. So asking them, 'Would you buy my product if it had these three features?' or 'How would you react if we changed our product this way?' is a waste of time. They don't know.

Summary

This quote suggests that customers may not have a clear understanding of their own preferences and behaviors. It highlights the limitations of asking customers directly about their future reactions or preferences for a product. Based on psychology research, it argues that people are not adept at accurately predicting their own behaviors or desires. Consequently, relying solely on customer input may not yield reliable or useful information, implying that alternative approaches might be necessary to understand customer preferences and needs effectively.

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